Transcript Marketing Plans. - Ostsee Reiseservice

Destination Management
Lecture 8
University of Applied Sciences Stralsund
Leisure and Tourism Management
WS 2009/2010
Slide Nr. 1
Part Three
Considers the challenges involved in managing attractions
such as marketing, financial management, operations
management and human resource management
Slide Nr. 2
Scope of strategic marketing planning !!!
• Where are we now?
- analysing the organizations current situation and direction
• Where do we want to be in the future?
- establishing mission statements, setting goals and objectives
• How are we going to get there?
- devising strategies and tactics helping to achieve these goals
and objectives, and looking at implementation issues
• How will we know when we get there?
- monitoring and performance evaluation strategies,
and systems for modifying strategies in response to monitoring
Part Three \ Strategic marketing planning
Slide Nr. 3
How are we going to get there?
Part Three \ Strategic marketing planning
Slide Nr. 4
Strategic options – Ansoff matrix
Present products
Present
markets
1
2
Market
penetration
3
New
markets
new products
Product
development
4
Market
development
Diversification
Part Three \ Strategic marketing planning \ How are we going to get there?
Slide Nr. 5
Strategic options – Ansoff matrix
• Market penetration
- increase usage of existing products by existing market
- e.g. season tickets as incentive for more frequent repeat visits
• Product development
- offering new products to existing market
- also means to develop service facilities to retain brand loyalty
• Market development
- finding new markets for existing products
- new marketing communication strategies
• Diversification
- offering new products to new markets
- highly risky, moving away from core business
Part Three \ Strategic marketing planning \ How are we going to get there?
Slide Nr. 6
How are we going to get there?
cont…
The Implementation of
Marketing Strategies
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 7
Basic statements
Marketing strategies are generally implemented through
Marketing Plans.
Implementing marketing strategies is mainly about
manipulating the Marketing Mix.
Implementing marketing strategies requires to keep up
with the latest Developments in Marketing.
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 8
Scope of Marketing Plans
• Marketing Plans should answer the following questions:
- What will be done?
- When will it be done?
- What will it cost?
- Who will do it?
- How will it be measured?
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 9
Marketing Mix
• Place of purchase
• Distribution
• Pre-booking
• Pre-purchase
• Intermediaries
lace
Booking agencies
• Ticket systems
P
• Literature
• Advertising
• Signposting
romotion
• Sponsorship
• Direct marketing
• Sales promotion
• Personal selling
• Press and public relations
P
• Product levels (Kotler)
• Designed characteristics
• Service components
• Image / Reputation
• Positioning
roduct
• Packaging
• Branding
• Quality
P
Price
• List price
• Discounts
• Concessions
• Value for money
• Cost of travelling
• Methods of payment
• Price / Quality trade off
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 10
Product
• Influencing the core~, tangible~ and augmented product
• Mainly ‘product development’ and ‘diversification’ strategy
• Image and reputation => Positioning!!!
- all levels are under control of the organization
- all elements of the product can be influenced by the org.
- opening time, service facilities, car parking, noise …
• Quality and Guarantees
- what to do if something goes wrong
• Branding
- please see case study “branding the attraction”
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 11
Case study
Branding the Visitor Attraction Experience
Part Three \ The implementation of marketing strategies \ How are we going to get there?
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Price
• Major importance for ‘market penetration’ strategy
- but a basic consideration for every strategic decision
• List price or normal price
- often a result of break even analysis
- influenced by competitors and political decisions
• Discounts
- attract more visitors at quiet times or new visitors (low income)
- reduced costs vs. added value
• Concessions
- reductions made on basis of social objectives
- mainly offered by public operated attractions
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 13
Promotion
• Literature and Internet
-
Brochures, Fliers, Website, …
the customer cannot inspect the product before!!!!!
size, design, content, amount, distribution, validity
please remember the samples distributed
• Advertising
- television, radio, newspapers, magazines, poster sites, …
- placing the right advertisement in the right media at the right time
-
issue date/time
circulation
viewer figures
viewers profile!!!
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 14
Practical example
America West Airlines Magazine
Consumer Magazine
Contact:
Ernie Mulholland, 602-997-7200, ext. 13
(to reserve space, confirm costs and deadlines, and for more information)
Fax: 480-968-1041 E-mail: [email protected]
Demographic/Reader Profile:
Issuance:
Monthly
Circulation: 125,000
Readership: 570,000; 1.6 million passengers per month
Median Age: 48
Median HHI: $129,000
Editorial Profile: America West Airlines Magazine is distributed nationally aboard all
scheduled flights within the airline's route system of 90 cities in the United States,
Canada and Mexico. This magazine is geared toward the well-educated reader who is
interested in trends, creative people, fresh ideas and unconventional travel opportunities.
Advertising Description: America West Airlines Magazine will produce a Scottsdale editorial section to appear in the
November 2004 issue. The Scottsdale CVB will place a full-page, four-color cover ad to support an art co-op section in
the December 2004 thru March 2005 issues.
Scottsdale CVB Member Ad Opportunities:
Ad Size Range: 1/6 – full page
4-color Price Range: $2,000 - $9,730
City of Scottsdale Tourism Development
Slide Nr. 15
Practical example
Tasmanian Walking Tracks Strategy and Marketing Plan
Slide Nr. 16
Promotion
• Press and Public relations
- free editorial media coverage, most cost effective way of promotion
- low control of content
- requires good relationships with journalists
• Direct Marketing
- direct mail, requires good databases
- encourage loyalty
• Sales promotion
- temporary offers and discounts
- coupons at newspapers or from websites
• Personal selling
- trade fairs and exhibition, but not commonly used
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 17
Promotion
• Measuring effectiveness of promotional activities
is mainly assured by coding
• “Coding advertisements is simply a means of determining
where your orders come from …”
• Examples:
- publishing a range of telephone numbers for booking
- offering different coupons
- using different mail accounts for direct mailing …
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 18
Place
• Means the place of purchase and includes distribution
• The customer travels to the product
• Pre-purchase and pre-booking is rare
• Most visitors buy their ticket at the attraction gate
- Degree of dependency on weather conditions influences
the booking and purchasing behaviour of visitors
• But distribution channels do exist!
- mainly for attractions in the cultural sector
- computer and world wide web stimulates
the creation of new distribution channels
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 19
Distribution
Buy Ticket
Money
Contract
Ticket
Contingent
Access
Visitor
Organizer
Contract
Agency
Vendor
Contract
System
Provider
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 20
Place
• Advantages of distribution channels are obvious:
- professional sellers are involved (small museums)
- reduces waiting time for visitors
- facilitates holiday budget planning for visitors
- encourages creation of packages (tour operators)
- improves ability to estimate visitor numbers and
supports marketing decisions
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 21
The seven Ps
• People
– staff in terms of:
training, appearance, behaviour, customer contact, …
• Physical evidence
– environment
layout, noise, cleanliness, furnishing, …
• Process
– corporate policies and procedures
employee empowerment, customer involvement, …
• Extension of the ‘product’ category !
but emphasizes the importance of those three factors
for service products
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 22
The resource statement
• Statement of resources required for implementation:
- financial,
- human,
- and physical
• May allocate responsibilities between individuals and
sets deadlines for the completion of tasks
• Should be included in every marketing plan
• BUT: there are many ways of writing marketing plans!
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 23
Case study
Marketing The Lake District Visitor Centre
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 24
How will we know when we get there?
Part Three \ Strategic marketing planning
Slide Nr. 25
How will we know when we get there?
• Evaluation requires that:
- the marketing strategy contains measurable targets
- there are management information systems, providing
up-to-date information of the organizations performance
- must provide internal data on the performance
- and external information on business environment
- there are control mechanisms to allow corrective actions
• Corrective actions should be fed back into the strategy!!!
Part Three \ The implementation of marketing strategies \ How will we know when we get there?
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A critique of strategic marketing planning
• Strategies can become rigid blueprints that are incapable
of adapting to changing circumstances and exploit
unforeseen opportunities
• Requires market research data which are well beyond the
means of most attractions
• The process may be time consuming, particularly for
smaller attractions
• Few attraction managers have the necessary training or
experience for this technical process
• BUT: supports thinking in structured and systematic ways
Part Three \ Strategic marketing planning
Slide Nr. 27
Constraints on marketing
Organizations history
Budget available
Actions of
competitors
Corporate culture
Marketing
Skills of the
Marketing Staff
Ethical considerations
Legal framework
Unforeseen changes in
business environment
Part Three \ The implementation of marketing strategies \ General considerations
Slide Nr. 28
The future of attractions marketing
• … is likely to change dramatically because of changes in:
- the nature of the product
due to technological developments such as virtual reality
- the market
in terms of its demographic structure
- the choice of media which are available
especially in the fields of direct marketing (new databases)
- the legislation and political environment
consumer protection, EU, Eastern Europe
- the marketing and management theory
Part Three \ The implementation of marketing strategies \ General considerations
Slide Nr. 29
Homework
Read Case Study 11 carefully
and
Overlook chapter 6 & 7 of case study 12
Part Three \ The implementation of marketing strategies \ How are we going to get there?
Slide Nr. 30